22 September 2026 · 5 min read · Oscar Markham
Should your ads go to your website or a landing page?
Agencies tend to push landing pages because they are easy to build and easy to bill for. Sometimes that is right and frequently it is not, and the deciding factor is narrower than the debate suggests.
Send to your website when the decision involves trust
Anybody choosing a tradesman, a clinic, a solicitor or an agency wants to look around. They want to see other work, other services, an about page and a real address.
A single landing page with no way to explore feels thin for those decisions and converts worse, even though it is technically more focused.
Send to a landing page when the offer is narrow and urgent
One specific thing, one price, one action, and no reason to browse. An emergency callout, a single promotion, a webinar sign-up.
Here the website is a distraction and stripping the choices genuinely helps.
The real problem is usually neither
Most campaigns sending traffic to a website are not failing because it is a website. They are failing because the page they land on is the homepage.
Somebody clicking an ad about bathroom renovation should land on the bathroom page, not on a general homepage where they have to find it again. That single fix outperforms building a landing page most of the time.
A practical rule
If you already have a decent site, send traffic to the most relevant page on it and measure. Build a landing page only when you can name what the website page is failing to do.
Building one first is solving a problem you have not diagnosed.
Written by Oscar Markham, founder of Dublin Growth Digital. We run lead generation for Irish estate agents and trades, reported every Friday in enquiries and booked work.